(THE) IMPACT OF SERVICE ORIENTATION AND AIRPORT SERVICE QUALITY ON PASSENGER SATISFACTION AND IMAGE: A CASE OF KAMUZU INTERNATIONAL AIRPORT

다국어 초록 (Multilingual Abstract)

The Impact of Service Orientation and Airport Service Quality on Passenger Satisfaction and Image: A Case of Kamuzu International Airport Janet Tiyesie Mphande Polela Aviation Management Program The Graduate School Korea Aerospace University (Advisor: Prof. Jin Woo Park, PhD.) This study investigates how service orientation and airport service quality shape passenger satisfaction and airport image at Kamuzu International Airport (KIA), Malawi’s primary international gateway. Although global research consistently highlights the importance of high-quality airport services in enhancing passenger satisfaction and destination perception, limited empirical evidence exists within Southern African contexts. Guided by the Stimulus, Organism, and Response (S–O–R) framework, this study examines how service-related stimuli including staff responsiveness, professionalism, cleanliness, operational efficiency, comfort, and information accuracy influence passengers’ internal evaluations and subsequent perceptions of KIA. A quantitative research design was adopted, and data were collected through a structured online questionnaire administered to 252 passengers who had used KIA. Structural Equation Modeling (SEM), using AMOS 23.0 and SPSS 22.0, was employed to assess reliability, validity, and the hypothesized relationships among the constructs .The findings reveal that service orientation significantly improves airport service quality and positively influences passenger satisfaction. Airport service quality also enhances satisfaction but does not directly shape airport image without satisfaction acting as a mediator. Passenger satisfaction emerged as the strongest predictor of airport image, demonstrating that travelers form lasting impressions based not only on functional service performance but on the emotional and experiential quality of their journey. The study confirms the interconnected nature of service orientation, service quality, satisfaction, and airport image, emphasizing that in developing regions where infrastructural limitations persist, emotional experience plays a critical role in shaping perceptions. Practically, the results underscore the need for strengthened service culture, improved staff training, and coordinated service delivery across airport touchpoints. Enhancing comfort, convenience, and responsiveness throughout the passenger journey is essential for improving KIA’s image and supporting Malawi’s broader aviation and tourism goals.

목차 (Table of Contents)

• CHAPTER ONE. INTRODUCTION 4
• 1.1 Background of the Study 4
• 1.2 Statement of the Problem, Research Questions and Objectives 6
• 1.3 Scope and Significant of the study 7
• 1.4 Structure of the Study 7
• 1.5 Originality of the Study 8
• CHAPTER 2. LITERATURE REVIEW 9
• 2.1 Service Orientation 9
• 2.2 Airport Service Quality 11
• 2.3 Passenger Satisfaction 13
• 2.4 Airport Image 15
• CHAPTER 3 RESEARCH METHODOLOGY 18
• 3.1. The Proposed Research Model 18
• 3.2 Research Hypotheses 19
• 3.3. Data Collection and Analysis 19
• 3.3.1. Data Collection Method 19
• 3.3.2. Population and Sample Size 21
• 3.3.3. Data Analysis Method 21
• CHAPTER 4: RESULTS AND DISCUSSION 22
• 4.1. Demographic Characteristics of Respondents 22
• 4.2 Reliability and Internal Consistency 22
• 4.3 Convergent Validity 23
• 4.4 Discriminant Validity 23
• 4.5 Model Fit Assessment (CFA) 24
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• 4.6 Structural Model and Hypothesis Testing 25
• 4.7 Discussion of Findings 26
• CHAPTER 5 CONCLUSION AND IMPLICATIONS 28
• 5.1. Conclusion 28
• 5.4 Implications of the Study 29
• 5.4.1 Theoretical Implications 29
• 5.4.2 Managerial Implications 30
• 5.5 Recommendations for Future Research 30
• 5.6 Final Reflection 31
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